Find out how Digital Transformation, helps organisations lead seamless engagement across mobiles and retail outlets with cross platform UX, real-time engagement and in-store customer experiences.

1. www.aditi.com

2. 2
CTO & SVP Solutions Marketing
Mobile and Connected Devices
Symphony Teleca Corporation
20+ years in the Technology & Mobile
industries.
Mad about
Nottingham Forest, Mountain biking,
Trying new things
Andrew Till

3. HERE’S WHAT WE WILL COVER
 WHAT IS THE CURRENT STATE OF MOBILE IN BETTING AND GAMING?
 WHY MOBILE EXPERIENCE IS SO DIFFICULT?
 AND WHAT CAN YOU DO ABOUT IT ?
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3

4. THE RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST.
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4
1995
INTERNET OF
DOCUMENTS
CONTENT
2000
INTERNET OF
COMMERCE
DESIGN
2005
INTERNET OF
APPLICATIONS
CLOUD
2010
INTERNET OF
CONTEXT
DATA
2015
INTERNET OF
THINGS
DEVICE

5. IMPORTANCE OF CROSS CHANNEL CUSTOMER ENGAGEMENT: ADITI - INFORMATION
WEEK SURVEY
Which of the following best describes your company’s current status on
cross-channel engagement?
Importance of Customer Engagement
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8%
20%
28%
32%
12%
Don’t Know
If there has been
any steps towards
cross-channel
engagement
No Focus Yet
We do not have any
clear strategic
objectives or goals for
cross-channel customer
engagement
Slow Implementation
We have a strategic
vision, but are
progressing slowly on
implementation
No Results Yet
We have made good
progress, but have yet
to fully realize intended
benefits
Leaders
We have achieved
cross-channel customer
engagement and are
leveraging it
60%
We would lose our
customers to
competitors with more
advanced customer
engagement capabilities
86%
Our brand value could suffer
substantially

6. WHAT WE SAW STUNNED US
ONLY 12% COMPANIES ARE REALLY NAILING CROSS CHANNEL ENGAGEMENT
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7. MEET THE MOST CONNECTED PERSON
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AND YOUR CUSTOMERS WILL BE AS
CONNECTED IN THE NEXT 2 YEARS

8. MOBILE PROPOSTION ≠ MOBILE APP
The opportunity lies elsewhere..
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9. users are unhappy with the existing
mobile betting applications and will
not use it in the future! 54%
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10. MOBILE: NOT JUST ANOTHER CHANNEL BUT THE HUB OF
CUSTOMER EXPERIENCE
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STRENGTH OF YOUR BRAND
10
A mobile proposition that provides
a great experience will enable true
differentiation with increase
customer engagement
With SSBTs and iBeacons, location based tailored
content, mobile is enabling a convergence of retail
and betting shops bringing a better customer
experience
IMPROVED IN-STORE EXPERIENCE
PERSONALISED PROMOTION OFFERS
Mobile will be the center of multi channel engagement.
From reducing anonymous customers to enabling targeted
promotions and advertisements, mobile will be key to garner
user data and use business insight effectively

11. ADDRESS YOUR BUSINESS AND CUSTOMER CHALLENGES
BUSINESS CHALLENGES CUSTOMER CHALLENGES
EXPERIENCE
REACH
RELEVANCY
STICKINESS
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A compelling connected multi channel experience
with a mobile proposition fully integrated with all
betting channels
Enabling existing users to have a seamless
betting experience and engaging new users
through mobile
Increased loyalty and customer retention with
personalisation, targeted promotions and
notifications
Incentivising users with relevant coupons
and offers to improve the app usage
INCREASED
COMPETITION
INCREASED
OPERATION COSTS
DEVICE
PROLIFERATION

12. GOING BEYOND TODAY’S MOBILE APP – CONNECTED BETTING
EXPERIENCE
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13. KEY CONSIDERATIONS OF A MOBILE PROPOSITION
Understand the audience
Understand how customers use
mobile in your industry and
prioritize features accordingly.
For example, Top mobile
features retailers offer are Store
Locator, Deals and Promos,
Customer Support
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Know your Content
Inventory required for
mobile may completely
vary from the web. The
content on mobile is
focused on giving high
value
Platforms
Choosing the right
device platform
strategy from options
such as web apps,
native apps, hybrid.
Map your teams
technology capabilities
and Infrastructure.
User Experience
Design
When a website is
mobile friendly, 74% say
they are more likely to
return to that site in the
future and 67% say they
are more likely to buy a
site’s product or service
Personalize the
customer interactions
Integrate the mobile
solution with analytics to
personalize content for
customers.

14. LACK OF A CONSOLIDATED VIEW OF CUSTOMER
14
Consumers today expect companies to
know them well
Consumers want
companies to
demonstrate that they
know her
But, the companies lack a good
understanding of their customer
No plans to attempt a single customer view 16%
Not yet started, but planning to do so 23%
Recently started taking steps 35%
Have a SCV, but it’s not effective 10%
Have a SCV, and it is effective 11%
Don’t know 6%
59% 64%
Consumers want
companies to know what
products or services she
likes

15. TOP 5 REASONS FOR THE DISCONNECT
15
47%
41%
46%
41%
43%
46%
Quality of customer data obtained from various
sources
43%
Lack of data from various sources, including
external sources such as social media
Regulatory requirements and privacy concerns
that limit data collection 41%
47% Company’s Organizational Structure
The lack of a trustworthy, step-by-step roadmap
for getting from present state to desired target
state 41%

16. FAILURE TO TREAT EACH CUSTOMER AS ONE
16
Consumers today want intelligent engagement
Consumers expect more
precise, personalized
offers
But, the companies lack a good understanding of their
customer
No plans to attempt personalization 19%
Not yet started, but planning to do so 20%
Recently started taking steps 34%
Personalization strategy, but it’s not effective 9%
Personalization Strategy, and it is effective 11%
Don’t know 7%
59% 53%
Consumers want companies to
maintain a cross-channel history
of all her purchases

17. 17
TOP 5 REASONS FOR THE DISCONNECT
44%
40%
44%
38%
42%
44%
Lack of a trustworthy, step-by-step roadmap for getting
from the present state to desired target state
42%
Matching the offering with the customer need using
available data
Limitations and gaps in your company’s internal skills and
expertise 40%
44% data
Lack of capability to perform real-time analysis of customer
Technology backbone to have the ability to execute
campaigns in real-time and on-demand when they are
contextually relevant 38%

18. DISCONNECT IN MULTICHANNEL ENGAGEMENT
But, the current state of multi-channel engagement is
underwhelming
18
No plans to unify channels
18%
Not yet started, but planning to do so
20%
Recently started taking steps
36%
Multi-channel strategy, but it’s not effective
5%
Multi-channel strategy, and it is effective
12%
Don’t know
8%

19. 19
TOP 5 REASONS FOR THE DISCONNECT
54%
42%
51%
47%
51%
51%
Limitations and gaps in your company’s internal skills and
expertise
51% Your company’s budget constraints
42% Decentralized channel ownership
The time, effort, and difficulty associated with
understanding and evaluating new customer engagement
technology solutions. 54%
The lack of a trustworthy, step-by-step road map for
47% getting from present state to desired target state

20. CASE STUDY: INCREASED CUSTOMER LOYALTY WITH A MOBILE PROPOSITION
BUSINESS CONTEXT
Packaged tourism is a lucrative,
and competitive industry. TUI,
the largest travel conglomerate
in the world, wanted to create a
companion app to increase
customer satisfaction and drive
retention.
USER CONTEXT
Travel can be hectic & stressful.
If my travel provider could help
to make the process simpler,
they might just win my long-term
loyalty.
CHALLENGES
Creating value through a
companion app, and the
seamless UI/UX experience
required to reflect the leisure
travel experience.
ENGAGEMENT
Customers derived value
through the targeted feature set
including a comprehensive
itinerary with weather and
countdown information.
HELPING TUI REACH MORE CUSTOMERS AND WIN ON THE APP STORE LEADERBOARD
Developed and brought to market the #1 travel app in
Europe in just 6 months.
SOLUTION
HIGHLIGHTS
SOLUTION
SHOWCASE
Shortlisted for major industry awards, including the
Travolucion award.
Digital marketing across email, social media & major blogs
drove 15K downloads of the app in the 1st week.
The app is the first of 15 apps to come for TUI across
diverse business and use cases on the travel wheel.
2 MONTHS
TO MOBILE
STRATEGY
TOP
APP IN
TRAVEL
CATEGORY

21. ADITI CAN NAVIGATE YOUR BUSINESS
THROUGH A DIGITAL TRANSFORMATION

22. www.aditi.com
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